Danish
As we step into 2025, the digital marketing world feels like it’s standing on the edge of something big. The pace of change is faster than ever, driven by AI and evolving consumer expectations. It’s exciting, sure – but also a bit overwhelming.
Looking at the trends shaping next year, it’s clear that there’s incredible potential to connect with audiences in deeper, more meaningful ways. But it’s also clear that the tools alone won’t do the work for us. What really matters is how we choose to use them – and how we handle the challenges they can bring.
Here are five of the largest trends shaping 2025 and why I believe they deserve your attention.
1. Search Marketing: The AI Transformation
Search marketing has been a cornerstone of digital strategy for years, but it’s about to change in ways we’re still figuring out. AI-driven platforms like Perplexity and conversational tools like SearchGPT are shaking things up. Instead of the traditional list of links we’re used to, search is becoming more conversational and curated – AI providing direct answers instead of a mix of options. Google is obviously also playing along, and you can read about Google’s AI Overviews in our recent blogpost.
The game-changer? Paid ads will increasingly start to show up in these AI-generated responses. For marketers, this means rethinking everything from keyword strategies to how we position our brands in this new search ecosystem. The opportunities are huge, but so are the uncertainties.
This evolution feels like a double-edged sword. On one hand, it’s a chance for smaller brands to compete in a new arena. On the other hand, there’s the risk that search becomes less about genuine value and more about who can pay to play. We’ll need to stay flexible – and a bit skeptical – to keep up.
2. AI-powered personalization: Too much of a good thing?
Personalization is nothing new in marketing, but AI is taking it to another level in 2025. We’re talking about real-time, hyper-specific targeting at a scale that would have been impossible just a few years ago. Imagine every customer seeing exactly the right product, offer, or piece of content at exactly the right moment.
But here’s the catch: the more personal we get, the more we risk crossing lines. Consumers are getting more vocal about privacy, and there’s a fine line between making people feel seen and making them feel watched.
Personalization is powerful, but it’s not a magic bullet. It only works if it’s built on trust and transparency. The challenge isn’t just using AI to tailor experiences – it’s doing so in a way that feels respectful and genuinely helpful. If we can’t answer “why are we doing this?” with the customer in mind, it’s probably time to rethink.
3. Zero-party data: Earning it the right way
The days of passive data collection are over. With third-party cookies disappearing and privacy regulations tightening, the focus is shifting to zero-party data – information that consumers actively choose to share.
This sounds like a win-win: customers get more control, and brands get cleaner, more reliable data. But here’s the thing – it’s not a given. If we want people to share their preferences or insights, we need to give them a reason. That means creating experiences that are fun, useful, or rewarding, whether it’s a quiz that recommends the perfect product or a loyalty program that actually feels worth it.
This shift forces us to stop treating data like a free-for-all and start seeing it as something earned. It’s a mindset change, but it’s also an opportunity to build stronger, more authentic relationships. If we do it right, zero-party data isn’t just a workaround – it’s an upgrade.
4. Video commerce and livestream shopping: Connecting in real time
The way we shop online is evolving fast, and video is leading the charge. Livestream shopping – already massive in Asia – is starting to catch fire in US and Europe, and platforms like TikTok and Instagram are leaning hard into shoppable video.
This is a big deal because it combines entertainment, education, and e-commerce in a way that feels interactive and immediate. It’s not just about watching a product demo – it’s about being part of the experience, asking questions, and making a purchase in real time.
What I love about this trend is the potential for real connection. But the trick is authenticity. Overproduced, overly polished content won’t cut it. People want to see real people using real products in ways that feel relatable. It’s not about selling harder – it’s about showing up honestly.
5. Agentic AI: Automating smarter, Not just more
Agentic AI – tools that can make decisions and take actions without constant human input – will become a bigger part of marketing in 2025. These systems can do everything from reallocating ad budgets on the fly to tweaking campaigns in real time based on performance data. IIH Nordics Paid Search team recently tested one of the leading third party Agentic AI tools for Google Ads, stay tuned for the results in our upcoming blogpost in January.
This kind of automation is a game-changer for efficiency, but it’s not without risks. AI can only work with the data it’s given, and mistakes – while often fixable – can sometimes create more problems than they solve. Plus, there’s the bigger question of accountability: when a system makes a bad call, who’s responsible?
Agentic AI is a tool, not a replacement for human judgment. It’s great for efficiency, but it’s up to us to set the right goals, ask the right questions, and stay involved. The danger is falling into “set it and forget it” mode – because that’s when things can go sideways.
The big picture: Balancing innovation and integrity
If there’s one theme tying all these trends together, it’s this: the tools we have in 2025 are more powerful than ever, but they’re only as good as how we choose to use them. AI can help us do amazing things – personalize at scale, automate smarter, connect through video – but it’s not a free pass to forget the basics.
People want more than flashy tech. They want trust, transparency, and value. That’s the real challenge for marketers in 2025 – not just keeping up with the tools but staying true to what really matters.
The opportunities are exciting, but they come with a responsibility to do better, not just more. If we can keep that perspective, 2025 won’t just be a year of change – it’ll be a year of meaningful progress.
